Moving from Customer Service to Customer Satisfaction

By Michael A. Brochu, President, CEO and Chairman of the Board, Primus Knowledge Solutions, Inc.

You can identify customers with problems and address those problems before they are reported. Savvy customer service organizations do this by leveraging knowledge-sharing best practices and technologies that access information across the enterprise. Support centers must realign performance metrics and leverage the investment in their CRM/CTS systems to successfully capture and share knowledge, and drive the overall customer experience.

It’s time to focus on customer satisfaction, not customer service. Most customers with problems don’t contact the organization. If you focus only the customers that contact you, you’ll miss reaching a significant portion of your customers with problems. To drive overall customer satisfaction, you must proactively reach out to all customers and leverage what you do know.